MONTREAL -- (MARKET WIRE) -- Jan 23, 2009 --
NHL All-Star Weekend -- The National Hockey League
(NHL), the National Hockey League Players' Association (NHLPA) and Cisco
(NASDAQ:
CSCO) today announced a new strategic agreement whereby Cisco will
support the league's strategic digital media initiatives with Cisco
technology. The implementation of Cisco technologies will help the league
super-serve millions of avid hockey fans across North America with digital
video of their favorite teams and players.

The NHL is strategically using digital video in many ways:

It is capitalizing on the convergence of media (Internet, mobile,
television) and satisfying the most passionate, tech-savvy fans in all the
major pro sports.

It serves a significant "displaced" fan population that lives in a
different local market than their favorite team.

And is exposing fans across North America to all of the incredible
action, compelling storylines and behind-the-scenes footage from all of the
league's 30 teams.

The league is embracing Cisco's Internet-based networking and advanced
technologies as the platform to strategically deploy digital video
applications and capitalize on these fan activation opportunities. For
example:

NHL GameCenter LIVE is the NHL's popular new online subscription
service that puts fans in control of the premium experience for interacting
with and viewing live NHL games. NHL GameCenter LIVE streams up to 40
games per week (blackout and other restrictions apply), and is specifically
designed for those avid fans looking for the most complete, in-game NHL
viewing experience, as well as for the nearly 50 percent of NHL fans that
live away from their favorite team's local television market and crave more
live game coverage. Sales of the NHL's live streaming video have increased
more than 250 percent this season.

NHL Network Online is a groundbreaking broadband media service that
is available free to fans at NHL.com. A key component of the NHL's
strategy to build global scale through digital media, the NHL Network
Online is delivered to fans through a sleek broadband media player. This
immersive, all-access experience invites fans to NHL.com to spend more time
behind the scenes with their favorite players and teams. Fans will now
enjoy seven dedicated channels of NHL multimedia, each programmed around
distinct themes. Cisco powers the LiveWire channel, which is dedicated to
bringing fans live events from around the league; and Cisco technology
enables the NHL to deliver millions of game highlight videos per month
through the popular Game Highlights channel. Game highlights power a
significant majority of video starts and completions, key measures of fan
enjoyment and engagement for the league.

Cisco technology is a critical part of the NHL's ability to, for the
first time ever, quickly move video highlight packages to arenas throughout
North America during live games for display on Jumbotrons. This
fundamentally changes and improves the in-arena experience for NHL fans and
exposes fans in a given market to all of the exciting plays and storylines
throughout the league, increasing interest and encouraging subscriptions.

The NHL intends to work with Cisco to deploy new technologies that will
enhance the delivery of all video across platforms to achieve the highest
resolution available to consumers.

Supporting Quotes:
John Collins, chief operating officer, National Hockey League
"Video is a strategic business application for the NHL. It provides a
platform for distributing unique, proprietary content to build fan
interest, engagement and loyalty.
As the trend toward convergence continues, Cisco is a key partner for us as
we fully leverage our video assets across all media and devices."

Rob Lloyd, senior vice president, U.S., Canada and Japan, Cisco
"Cisco has developed solutions for the NHL that will not only benefit the
league and its global fan base but also help ensure that the game of hockey
maintains a high degree of relevancy now and into the future. The
collaboration between Cisco and the NHL will ensure that the game of hockey
continues to transcend borders, time zones and digital mediums to deliver
the ultimate fan experience today, tomorrow and into the future."

Mike Ouellet, chief of business affairs, National Hockey League Players'
Association
"The NHLPA is pleased to partner with Cisco, an organization that is
increasing the exposure of our membership's great hockey skills and unique
personalities to new audiences across virtually every digital platform."

About the National Hockey League Players' Association
The National Hockey League Players' Association (NHLPA), established in
1967, is a labour organization whose members are the players in the
National Hockey League (NHL). The NHLPA works on behalf of the players in
varied disciplines such as labour relations, product licensing, marketing,
international hockey and community relations, all in furtherance of its
efforts to promote its members and the game of hockey. In 1999, the NHLPA
launched the Goals & Dreams fund as a way for the players to give something
back to the game they love. The players' program has donated full sets of
hockey equipment to more than 9,000 economically disadvantaged children in
17 countries and assisted with upgrades and the building of hundreds of
arenas world-wide. To date, Goals & Dreams has donated more than
$17-million to grassroots hockey programs around the world making it the
largest program of its kind. For more information on the NHLPA, please
visit
nhlpa.com.

About the NHL
The National Hockey League, founded in 1917, is the second-oldest of the
four major professional team sports leagues in North America. Today, the
NHL consists of 30 Member Clubs, each reflecting the League's international
makeup, with players from more than 20 countries represented on team
rosters. According to a Simmons Market Research study, NHL fans are
younger, more educated, more affluent, and access content through digital
means more than any other sport. The NHL entertains more than 100 million
fans each season in-arena and through its partners in national television
(VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, ASN and NHL Network) and radio (NHL
Radio, Sirius XM Radio and XM Canada). Through the NHL Foundation, the
League's charitable arm, the NHL raises money and awareness for Hockey
Fights Cancer and NHL Youth Development, and supports the charitable
efforts of NHL players. For more information on the NHL, log on to
www.NHL.com.

NHL and the NHL Shield are registered trademarks and NHL GameCenter LIVE,
NHL Network Online, NHL Network and NHL Radio are trademarks of the
National Hockey League. NHLPA is a registered trademark of the National
Hockey League Players' Association. All Rights Reserved.

About Cisco
Cisco (NASDAQ:
CSCO) is the worldwide leader in networking that transforms
how people connect, communicate and collaborate. Information about Cisco
can be found at
http://www.cisco.com. For ongoing news, please go to
http://newsroom.cisco.com.

Cisco, the Cisco logo and Cisco Systems are registered trademarks or
trademarks of Cisco Systems, Inc. and/or its affiliates in the United
States and certain other countries. All other trademarks mentioned in this
document are the property of their respective owners. The use of the word
partner does not imply a partnership relationship between Cisco and any
other company. This document is Cisco Public Information.

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